Keywords:-

Keywords: Online Shopping, Relative Advantage, eWOM, Web Quality, Trust.

Article Content:-

Abstract

This study aims to prove the effect of relative advantage, ewom, and web perceived web quality against online shopping attitudes with trust as a mediating variable. The study sample consisted of 210 respondents consisting of students from Syiah Kuala University, Banda Aceh. Primary data was obtained by distributing questionnaires to respondents via online using purposive sampling techniques. Data were analyzed using Hirarchical Linear Modeling (HLM) which was processed with SPSS 22. The results of this study indicate that the advantages are relatively negative and significant effect on high online trust and shopping attitudes. eWOM, perceived web quality and trust have a significant positive influence on trust and attitudes towards online shopping. For mediating variables, relative benefits and web quality that are perceived to have a significant influence on attitudes towards online shopping are fully mediated by trust. Furthermore, eWOM also has a synestic effect on attitudes towards online shopping with partially mediated by trust.

References:-

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Madjid, I., Ma’ruf, J. J., Ibrahim, M., & Havizatun, M. (2018). Factors Affecting Online Shopping Attitudes and the Role of Trust as Mediating. International Journal Of Management And Economics Invention, 4(09), 1929-1935. https://doi.org/10.31142/ijmei/v4i9.04